Augmented reality in marketing: real data and success stories

Augmented reality (AR) has become a widely used technology for creating deeper connections between brands and consumers. Besides providing immersive experiences, it opens the door to creative marketing strategies that encourage engagement and strengthen loyalty. Below, Eu, Brasileiro explores how AR operates in today's market, its main types and, above all, current cases of companies that achieved success with their campaigns, with data for business owners and professionals in the field.

What is augmented reality and how does it work?

AR is a technology that combines virtual elements with the real environment, creating hybrid and highly interactive experiences. Through devices such as smartphones, tablets, or special glasses, digital layers—whether images, videos, 3D objects, or information—are superimposed on the physical world in real time.

This happens through sensors, cameras, and image-processing algorithms that continually map the environment. From this mapping, the software identifies surfaces, their depth, and reference points so it can realistically align all its virtual elements. There are three main categories of AR:

1. Marker-based (or image-based)
   Uses QR codes, specific images, or symbols as reference points for projecting virtual elements. The device's camera recognizes the marker and displays the associated digital content.
2. Location-based (or markerless)
   Relies on geographical position and motion sensors to place virtual objects in the environment. Applications such as location-based games or AR tour guides use GPS and a compass to display contextual information about the physical space.
3. Holographic projection
   Involves projecting three-dimensional holograms directly into the real environment, without requiring handheld devices or glasses. These projects are generally seen at events, exhibitions, and art installations, where their scale and "surprise" factor have an impact on the audience.

Why is augmented reality relevant to marketing today?

1. User experience

The ability to "try before you buy" virtually reduces uncertainty during the purchasing journey. According to Deloitte data, about 50% of customers consider the ability to interact with a product virtually a decisive factor when choosing an online brand. Examples of these market innovations include:

• Fashion: virtually trying on clothes and accessories.
• Home decor: viewing furniture and objects at home before purchasing them.
• Cosmetics: "trying on" different shades of makeup without having to be physically present in a store.

These features reduce exchanges and returns while increasing customer satisfaction, since the experience comes quite close to tangible interaction.

2. Customer loyalty and attracting new consumers

According to research by Threekit, 61% of consumers prefer retailers that offer AR experiences because they feel more confident about the products. This confidence fuels both loyalty and word-of-mouth promotion on social media:

• A striking AR experience encourages spontaneous sharing of videos, photos, and testimonials.
• By allowing the public to explore products and have fun with customized filters or animations, the brand gains exposure and organic engagement.

3. Brand exposure (brand awareness)

AR is known for generating greater engagement, especially when it uses surprising visual features. In an increasingly competitive environment, the ability to "stop the scroll" on social media and capture the user's attention is a valuable advantage:

• Well-executed AR experiences can more easily go viral within the niches in which they are promoted, generating earned media and attracting new audiences.
• The "novelty" factor and the ability to spark curiosity can, when well executed, make the technology a powerful ally in product-launch or event-promotion campaigns.

Real market data on the use of AR

• Market growth: According to Research and Markets, the global augmented reality market will reach US$97.76 billion by 2028, with an estimated compound annual growth rate (CAGR) of about 31.5% between 2021 and 2028.
• Consumer preference: An eMarketer report found that 71% of consumers would shop more often if they could use AR technology to try products.
• Fewer returns: Companies that implement AR in their online sales processes are estimated to reduce their return rate by up to 25%, thanks to a more accurate advance view of products.

Current real-world cases of successful AR campaigns

1. IKEA: “IKEA Place” app
   • The Swedish furniture chain launched an app that lets users virtually "place" different pieces of furniture in rooms in their homes at full scale.
   • The experience is so precise that it assesses proportions and even the room's lighting, reducing uncertainty before purchase.
   • The result was a significant increase in online sales through a more engaging consumer experience.
2. Sephora: Virtual Artist
   • The cosmetics giant implemented a virtual try-on tool in its app, allowing customers to test lipstick, eyeshadow, and other makeup products through the smartphone's front-facing camera.
   • According to Sephora itself, the tool not only raised the average order value but also reduced lines in physical stores, as many customers arrived already knowing what they wanted to buy.
3. Gucci: AR filters on social media
   • The Italian fashion house created Instagram and Snapchat filters that simulated the brand's exclusive shoes and accessories.
   • Users could digitally try on footwear models and see the "look."
   • The campaign generated major online attention, with thousands of users posting images of themselves virtually "wearing" the items.
4. Nike: limited-edition launches
   • The sports brand uses AR in its SNKRS app to reveal sneaker models interactively.
   • In some campaigns, users had to point their smartphone cameras at specific posters or murals on the streets of major cities to unlock the opportunity to purchase rare editions early.
   • The strategy creates a sense of exclusivity and gamification, engaging fans and collectors.
5. Suvinil: color simulator
   • The Brazilian paint company developed an app that allows users to test different colors on their walls through AR.
   • This lets customers realistically see how the shade will look in the room, reducing the chances of dissatisfaction after painting.
   • The feature helps consumers make faster, safer decisions while increasing confidence in the brand.
6. Pepsi (2014) and its evolution
   • In 2014, Pepsi surprised pedestrians at a London bus stop by simulating aliens, giant robots, and explosions as it blended the real view of the street with virtual elements.
   • The activation went viral on social media and is regarded as one of the pioneering AR campaigns in marketing.
   • Since then, beverage and food brands have increasingly explored the technology by adding filters and effects to packaging and points of sale.

Implementation strategies and best practices

1. Integration with social media
   • Developing filters and effects for Instagram, Snapchat, or TikTok expands reach and supports organic marketing.
2. Connection to storytelling
   • Connecting AR to a narrative or theme relevant to the brand creates more memorable experiences. For example: telling a product's story while the customer virtually "explores" it.
3. Usability and accessibility
   • Lightweight apps and intuitive interfaces are essential to avoid frustrating the user. Making AR available across multiple platforms also increases engagement.
4. Customization
   • Allowing consumers to customize colors, textures, or models creates a stronger emotional connection and increases the likelihood of social sharing.

Augmented reality is not merely a passing trend, but a tool that, when properly applied, brings measurable benefits to marketing campaigns. By allowing users to interact immersively with products, AR reduces purchase uncertainty, increases engagement, and strengthens a brand's organic exposure.

With the growing adoption of compatible mobile devices and the increasing popularity of AR apps, the opportunities for marketing professionals and business owners are vast. Innovation combined with customer satisfaction forms the foundation for campaigns that not only generate immediate sales but also build lasting relationships with the public.

To stand out in an increasingly competitive market, investing in experiences that blend the virtual and real worlds can be an advantage that takes a campaign to another level. Given the data showing the sector's exponential growth, strategically implementing augmented reality is becoming a promising—and increasingly essential—investment for those seeking to innovate and win people over in the digital environment.